PENGARUH WORD OF MOUTH TERHADAP MINAT PEMBELIAN PRODUK SCARLETT WHITENING (Studi Kasus Pada Mahasiswa Universitas Sriwijaya Kampus Palembang)

SUMAYYAH, NARA RAISA and Nailis, Welly (2023) PENGARUH WORD OF MOUTH TERHADAP MINAT PEMBELIAN PRODUK SCARLETT WHITENING (Studi Kasus Pada Mahasiswa Universitas Sriwijaya Kampus Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Word of Mouth Terhadap Minat Pembelian Produk Scarlett Whitening. Populasi dalam penelitian ini adalah seluruh mahasiswa di Universitas Sriwijaya Kampus Palembang yang mengetahui produk Scarlett Whitening. Sampel dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik non probability sampling. Metode pengumpulan data menggunakan kuesioner yang disebar melalui google form dan teknik pengolahan data menggunakan analisis regresi linier berganda. Hasil dari analisis menunjukkan bahwa variabel word of mouth berpengaruh signifikan secara parsial dan simultan terhadap minat pembelian produk Scarlett Whitening di Universitas Sriwijaya kampus Palembang. Hasil penelitian ini dapat digunakan sebagai masukan bagi Scarlett Whitening dalam upaya untuk dapat meningkatkan minat beli konsumen. This study aims to determine the effect of Word of Mouth on Intention to Purchase Scarlett Whitening Products. The population in this study were all students at Sriwijaya University Palembang Campus who knew Scarlett Whitening products. The sample in this study was 100 respondents using a non-probability sampling technique. The data collection method used a questionnaire distributed via google form and the data processing technique used multiple linear regression analysis. The results of the analysis show that the word of mouth variable has significant effect on the intention to purchase Scarlett Whitening products at Sriwijaya University specifically in Palembang campus. The results of this study can be used as input for Scarlett Whitening in an effort to increase consumer buying interest.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Word of Mouth, Minat Beli, Buying Interest
Subjects:	H Social Sciences > HB Economic Theory > HB535-551 Interest H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Nara Raisa Sumayyah
Date Deposited:	23 Jun 2023 07:18
Last Modified:	23 Jun 2023 07:18
URI:	http://repository.unsri.ac.id/id/eprint/113176

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